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Tang (drink mix)
Tang (drink mix)
Tang (drink mix)
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Tang
Product typeArtificially flavored drink mix
OwnerMondelēz International (except North America)
Kraft Heinz (North America)
CountryU.S.
Introduced1957; 68 years ago (1957)
MarketsWorldwide
Previous ownersGeneral Foods
Kraft Foods Inc.
Websitewww.mondelezinternational.com/our-brands/tang/

Tang is an American drink mix brand that was formulated by General Foods Corporation food scientist William A. Mitchell[1] and chemist William Bruce James[2] in 1957, and first marketed in powdered form in 1959.[3][4] The Tang brand is currently owned in most countries by Mondelēz International, a North American company spun off from Kraft Foods in 2012. Kraft Heinz owns the Tang brand in North America.

Sales of Tang were poor until NASA used it on John Glenn's Mercury flight in February 1962,[citation needed] and on subsequent Gemini missions.[5][better source needed] Since then it has been closely associated with the U.S. human spaceflight program, which created the misconception that Tang was invented for the space program.[6] Tang continues to be used on NASA missions in the present day, over 50 years after its introduction.[7]

History

[edit]

General Foods Corporation food scientist William A. Mitchell and chemist William Bruce James formulated and trademarked orange Tang in 1957.[1][2][8] Tang entered test markets in 1958 and was available to the public beginning in 1959.[8]

Tang was used by early NASA crewed space flights.[9] In 1962, when Mercury astronaut John Glenn conducted eating experiments in orbit, Tang was selected for the menu;[3] it was also used during some Gemini flights, and has also been carried aboard numerous Space Shuttle missions. Although many soda companies sent specially designed canned drinks into space with the crew of STS-51-F, the crew preferred to use Tang, as it could be mixed into existing water containers easily. In 2013, former NASA astronaut Buzz Aldrin said "Tang sucks".[10] In his autobiography, Return to Earth, published forty years earlier, Aldrin had further clarified: "I can't speak for the other flights, but before ours [Apollo 11], the three of us dutifully sampled the orange drink, supposedly Tang, and instead chose a grapefruit-orange mixture as our citrus drink. If Tang was on our flight I was unaware of it."[11]

The creator of Tang, William A. Mitchell, also invented Pop Rocks, Cool Whip, a form of instant-set Jell-O, and other convenience foods.[12] Chemist William Bruce James also invented several Jell-O flavors.[13]

Orange Tang was packaged in glass jars with a metallic green label and orange metal lid. It was promoted as an "instant breakfast" drink rather than a soft drink mix, because it was fortified with vitamins C and A. In print and television advertising Tang was referred to as the nutritious "space age" drink of the astronauts.

Tang's advertising in the 1990s and early 2000s featured an orangutan as a mascot.

Nutritional facts

[edit]

Tang is sold in powdered and liquid-concentrate form. The suggested serving size is 2 tablespoons, or 31 grams of powdered Original Orange flavored Tang per 8 US fluid ounces (240 ml) of water. A single suggested serving of Tang contains 29 grams (1.0 oz) of sugar (representing 94% of the product's dry weight); 10% RDA of carbohydrates; 100% RDA of vitamin E; 100% RDA of vitamin C; 6% RDA of calcium and has a total of 120 calories (500 kJ).[14]

Other versions

[edit]

In 1961 General Foods introduced grapefruit flavored Tang and advertised it in Time Life magazine. It was referred to as a new, natural-tasting Tang flavor. Packaging was a glass jar with yellow label and green metal lid. In 1971 the packaging was updated with an orange metallic label.

In 1971 General Foods introduced a grape flavor of Tang and advertised it in the New York Times Weekly Magazine July 18, 1971. It appeared on store shelves, first with a metallic blue label and blue metal lid, subsequently with a metallic purple label and purple metal lid. While orange Tang could be purchased in various sizes including a large net weight 27 oz. glass jar, the grape flavor was only available in an 18 oz. size.[15]

In 2007, Kraft introduced a new version of orange Tang which replaced half of the sugar with artificial sweeteners. The new packaging advertises "1/2 the sugar of 100% juice".[16] The artificial sweeteners used in the new formulation are sucralose, acesulfame potassium and neotame. The new formula is more concentrated and distributed in smaller containers, with a 12.3 US fl oz (360 ml) (348 g (12.3 oz)) making 8 US quarts (7,600 ml).

According to the preparation instructions on the 20 fl oz (590 ml) Tang orange drink mix, 2 level tablespoons of Tang can be combined with 1 cup or 8 fl oz (240 ml) of cold water for 1 serving.[17]

In 2009, another version of Tang emerged in 20 US fl oz (590 ml) containers making only 6 US quarts (5,700 ml).

Orange flavored Tang contributes to most current sales worldwide; however, there are a wide range of flavors of Tang offered globally, including grape, lemon, mango, and pineapple.[18]

Sales

[edit]

Tang is sold in more than 30 countries and is available in a variety of flavors depending on location.[18] The top three markets for Tang around the world are Brazil, Argentina, and the Philippines.[19]

In the Middle East, more than half of Tang's annual sales occur in just six weeks around Ramadan.[19]

In June 2011, Kraft Foods announced that Tang has become its twelfth billion-dollar brand, with global sales nearly doubling since 2006.[20] The brand in 2010 controlled a category-best 15.6% of the international powder concentrate market[20] although, like other highly processed or sweetened beverages, demand in developed economies has stagnated or fallen in line with consumers increasing preference for lower calorie drinks.[21] In 2018, Tang's manufacturer Mondelez reported a drop in sales following the introduction of tax on calorific sweetened beverages in the Philippines.[22]

See also

[edit]

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Tang (drink mix)

View on Grokipedia
from Grokipedia
Tang is a popular American brand of fruit-flavored powdered drink mix, best known for its orange variety, designed as a convenient, shelf-stable beverage that provides 100% of the daily value of per serving when mixed with . Developed in 1957 by food scientist at Corporation, it was initially marketed as a quick-prepare breakfast drink alternative to fresh , emphasizing its ease of use and nutritional fortification. Tang achieved iconic status in the when selected it for early space missions, including John Glenn's 1962 orbital flight, due to its lightweight, non-perishable nature, which dramatically boosted its sales and cultural recognition as a "space-age" product. As of 2025, Tang is owned by Mondelēz International in most countries (a spin-off from in 2012) and by in ; it is available in a range of flavors such as grape, lemon, and tropical punch, with both sugared and sugar-free options, and is distributed in over 30 countries worldwide.

Product Overview

Description and Preparation

Tang is an orange-flavored powdered beverage mix designed for quick preparation by simply combining the powder with water, offering a convenient alternative to traditional drinks. Originally introduced in 1957, it was developed as a shelf-stable option that provides a tangy, citrus-like taste without the need for refrigeration or fresh ingredients. The product takes the form of an orange-colored powder that readily dissolves in liquid, creating a vibrant, refreshing beverage often enjoyed as a breakfast drink or everyday refreshment. Preparation of Tang is straightforward and requires no cooking or special equipment. The standard method involves measuring one scoop or approximately two tablespoons (about 25 g) of the powder and dissolving it in 8 ounces of cold , then stirring until fully mixed to achieve a smooth consistency. This process typically takes just a few seconds, making it ideal for on-the-go use, and the resulting drink can be served chilled over ice for enhanced enjoyment. Its shelf-stable nature allows for easy storage in a dry place, ensuring long-term convenience for households. At launch, Tang was positioned as a vitamin-enriched substitute for fresh , catering to busy families who valued and simplicity in their morning routines. This emphasis on ease and portability helped establish it as a staple for quick hydration and flavor, with the powder's fine texture ensuring even dispersion in for a consistent experience.

Ingredients and Nutritional Profile

Tang drink mix primarily consists of and as the main sweeteners, to provide tartness, and serving as a thickener and carrier. Natural and artificial flavors contribute to the orange taste, while food colorings such as Yellow 5 and Yellow 6 give the signature hue to the orange variant. In sugar-free versions, artificial sweeteners like or replace the sugars. The product is fortified with essential , notably ascorbic acid delivering 100% of the daily value for per serving. Additional fortifications include calcium providing 10% of the daily value. A standard 8-oz prepared serving of regular Tang contains the following nutritional profile:
NutrientAmount per Serving% Daily Value
Calories90-
Total 0 g0%
Sodium35 mg1%
Total Carbohydrates23 g8%
Sugars (added)22 g-
Protein0 g-
--
90 mg100%
Calcium100 mg10%
Sugar-free variants offer under 5 calories per 8-oz serving, with 0 g sugars and similar fortifications but using artificial sweeteners. The high content in the regular version raises concerns about excessive sugar intake, contributing to recommendations for moderation in consumption. While the fortifications make Tang a practical source of and calcium, it lacks the and broader nutrient profile of whole fruits, positioning it as a supplement rather than a replacement.

Historical Development

Invention and Launch

Tang was invented in 1957 by chemists and William Bruce James, who developed it at the company's research laboratory as part of broader efforts to produce innovative, products. Mitchell, a prolific inventor during his 35-year tenure at , focused on creating convenient alternatives to traditional beverages amid the rising demand for easy-to-prepare options in American households. The primary goal of Tang's development was to formulate a powdered mix that quickly dissolved in to replicate the flavor and nutritional benefits of fresh , particularly its content, while ensuring long-term stability without refrigeration. This aligned with the post-World War II shift toward convenience foods, as busy families sought time-saving solutions that maintained nutritional value and appealed to children's tastes. The result was a bright orange, fruit-flavored powder primarily composed of , , and natural flavors, designed for simple preparation by stirring with cold . General Foods launched Tang in the United States in 1959, marketing it as an drink in 7-ounce and 14-ounce glass jars with metallic lids, positioned as an economical choice for everyday family use. The product was promoted for its ease and , aiming to capture the growing market for portable, no-fuss beverages. Despite its innovative appeal, Tang faced early challenges with sluggish sales, as consumers were unaccustomed to powdered drink mixes and preferred familiar liquid options like fresh or bottled ; first-year revenue fell short of expectations. This initial lack of traction stemmed from the novelty of the format in a market still dominated by traditional drinks, though a later association with would provide a significant boost.

Space Exploration Involvement

Tang was selected by in 1962 for use in its early crewed missions, including the Mercury and Gemini programs, due to its lightweight powdered form, long without refrigeration, and fortification with essential vitamins such as , which helped mask the metallic taste of recycled water. Although not originally developed for , the mix's non-perishable made it ideal for the constrained storage and weight limitations of . The product first flew on John Glenn's Friendship 7 mission in February 1962, where it served as part of eating experiments to test food consumption in orbit. Its use continued through the Gemini program and extended into the Apollo missions from 1968 to 1972, including the historic in 1969, where astronauts and consumed it during their journey. To suit zero-gravity conditions, Tang was packaged in vacuum-sealed pouches that prevented spills and allowed hot or cold water to be injected via a needle-like device for rehydration; astronauts then kneaded the pouch and sipped the mixture through a built-in . This ensured safe consumption while delivering 100% of the recommended daily allowance of per serving, supporting on extended flights. NASA's endorsement transformed Tang's public image, associating it indelibly with space-age innovation and driving a significant surge in sales during the 1960s, which propelled the brand to become a global phenomenon.

Product Variants

Flavor Options

Tang's flagship flavor is orange, introduced in 1957 as a vitamin-enriched powdered drink designed to replicate the taste of fresh orange juice through artificial citrus flavorings and yellow food dyes. This variety remains the most widely available and popular in the U.S. market, providing 100% of the daily value of vitamin C per serving along with other nutrients like calcium. The orange flavor's citrus-forward profile is achieved by balancing citric acid for tartness with sweeteners and natural and artificial flavors. In the , Tang expanded its U.S. lineup with additional flavors, including , which delivers a sweet, bold with a distinctive purple color from dyes like Red 40 and Blue 1. followed as a yellow-hued option, offering a tangy, refreshing alternative similar to lemonade, while fruit punch emerged as a red-colored blend evoking mixed and tropical notes through combined artificial fruit essences. These standard flavors maintain a consistent formulation approach, using specific colorants and acids to ensure visual appeal and balanced tartness. Sugar-free versions of the major flavors, including orange, , and fruit punch, became available to meet demand for low-calorie options, typically sweetened with and providing zero grams of sugar per serving. Limited or regionally tested tropical flavors, such as , have appeared in U.S. markets but are now harder to find consistently. In recent years, zero-sugar variants sweetened with have been introduced in select markets, such as Tang Fruit+ in , providing a natural alternative to artificial sweeteners. Across all flavors, the recommended is approximately 34 grams (2 scoops using the container's scoop) mixed with 8 fluid ounces of , or follow the container markings for a standard 1-quart pitcher.

International Adaptations

In , Tang has been tailored to local preferences with flavors such as , passion fruit, and , which became prominent following the brand's expansion into markets like and during the 1970s. These variants often feature enhanced vitamin fortification, including higher levels of , D, and , to align with nutritional initiatives in countries like and . For example, Brazilian versions emphasize fruit-based options like and passion fruit to appeal to regional tastes. In the and , adaptations include apple and peach flavors introduced in markets such as and during the 1980s, alongside halal-certified formulations to meet religious dietary requirements. Smaller packaging has been developed for single servings in emerging markets, facilitating affordability and convenience in these regions. certification for Tang was notably achieved in the in 2010, supporting broader accessibility in Muslim-majority areas. European versions of Tang are primarily limited to orange and lemon flavors, with formulations adjusted for compliance with EU regulations on added sugars, including reductions implemented since the 2010s to meet health guidelines. These adaptations build on core global flavors like orange while addressing regional regulatory and consumer priorities.

Marketing and Market Presence

Advertising Strategies

Tang's advertising in the 1950s and 1960s centered on its convenience as an instant breakfast beverage, with early television and print campaigns promoting it as a quick alternative to fresh that required no or preparation time. The slogan "Tang: The Breakfast Drink" highlighted its ease for busy families, positioning the product as a nutritious, vitamin C-rich option fortified with essential nutrients. Following NASA's adoption of Tang for space missions starting with John Glenn's 1962 Mercury flight, capitalized on the association through campaigns featuring the slogan "The Drink Astronauts Take" and footage of astronauts consuming it in zero gravity. These "" promotions, including a 1965 TV ad aired shortly after the mission, dramatically increased sales by transforming Tang from a struggling product into a symbol of American innovation and adventure. In the and , Tang shifted toward family-oriented , emphasizing its health benefits like high content for children's growth and immunity. Celebrities such as actress appeared in numerous TV spots, portraying Tang as a wholesome, everyday ritual that brought families together, with lines like "Do something good for your family" underscoring its nutritional value over sugary alternatives. Astronaut , from the mission, also featured in 1975 commercials to reinforce the space heritage while appealing to terrestrial consumers. For international markets, campaigns adapted with localized jingles and messaging; in , for instance, promotions used playful tunes like "Tang ka Magic" to position it as a fun, hydrating treat for kids in hot climates. From the 2000s onward, Tang incorporated to engage younger audiences, leveraging platforms for interactive promotions. In the , click-to-Messenger ads in the drove engagement for major campaigns by allowing users to scan codes for recipes and prizes, boosting amid competitive beverage markets. Efforts also included influencer partnerships and nostalgic space-themed content on platforms like and , reviving the legacy to counter health concerns over added sugars while highlighting fortified variants.

Sales Performance and Global Reach

Tang's ownership has evolved through several major corporate acquisitions. Originally developed by in 1957, the brand was acquired by Philip Morris Companies in 1985 for $5.6 billion. In 1988, Philip Morris purchased for $12.9 billion, leading to a 1989 merger of with General Foods under Philip Morris. Following the 2012 split of , Tang's beverage portfolio transferred to Mondelēz International, which continues to own the brand in most global markets as of 2025. Global annual sales for Tang reached approximately $750 million in 2010, driven primarily by emerging markets, and reached $1 billion annually in 2011—becoming a billion-dollar fueled by growth in developing regions—before declining to around $700 million as of 2018. In the United States, Tang achieved significant popularity in the and , bolstered by its association with space missions, but experienced a decline in the following decades amid rising demand for healthier beverage alternatives, rendering it less prominent domestically. Conversely, international markets now account for the majority of sales, with strong performance in (particularly and ), the , (including the and ), and ; the is available in over 30 countries, with top markets including , , and the . Growth in these regions, particularly , has been supported by distribution. Tang has faced challenges from regulatory pressures on sugar-sweetened beverages, such as a 2018 tax in the that led to a reported drop in sales. In response, Mondelēz International has pursued broader reformulations across its portfolio to reduce sugar content, aligning with trends, though specific adjustments to Tang vary by market. The brand maintains cultural significance in developing regions as an affordable source of fortified nutrition, particularly in areas with limited access to fresh produce, contributing to its sustained appeal in school and household settings in countries like .

References

  1. https://mytangdrink.com/
  2. https://edition.cnn.com/2021/05/01/world/tang-space-age-scn-wellness
  3. https://www.mondelezinternational.com/Our-Brands/Tang/
  4. https://tang-drink.com/
  5. https://tang-drink.com/tang-drink-mix/
  6. https://www.priceritemarketplace.com/product/tang-orange-drink-mix-20-oz-id-00043000032275
  7. https://www.heb.com/product-detail/tang-orange-drink-mix/1016845
  8. https://www.ewg.org/foodscores/products/043000090275-TangOrangeFlavorZeroSugarLowCalorieDrinkMixOrange/
  9. https://fdc.nal.usda.gov/fdc-app.html#/food-details/173863/nutrients
  10. https://www.heb.com/product-detail/tang-orange-drink-mix/1294519
  11. https://www.eatthismuch.com/calories/orange-flavor-sugar-free-low-calorie-drink-mix-103439
  12. https://www.smithsonianmag.com/innovation/scientist-behind-some-our-favorite-junk-foods-180972624/
  13. https://science.howstuffworks.com/innovation/famous-inventors/meet-man-invented-cool-whip-tang.htm
  14. https://www.foodandwine.com/lifestyle/how-nasa-made-tang-cool
  15. https://www.mashed.com/203338/the-untold-truth-of-tang/
  16. https://www.orlandosentinel.com/2019/07/04/apollo-11-took-tang-to-the-moon-much-to-the-chagrin-of-florida-orange-growers/
  17. https://thebeat.asia/manila/delish/happenings/tang-fruit-stevia-drink-mix
  18. https://missionaryexpressbrazil.com/products/tangpowderedfruitdrinkmix0-63oz
  19. https://www.ebay.com/itm/205625052621
  20. https://pampadirect.com/tang/
  21. https://www.philstar.com/lifestyle/sunday-life/2010/09/05/608726/tang-gets-halal-certification
  22. https://blinkit.com/prn/tang-apple-concentrated-drink-mix/prid/15232
  23. https://www.packagingdigest.com/packaging-design/affordable-convenient-packaging-helps-tang-rocket-to-billion-dollar-status-in-developing-markets
  24. https://www.pinterest.com/pin/1961-tang-breakfast-drink-vintage-advertisement-1960s--547750373431728137/
  25. https://www.youtube.com/watch?v=dJ6g7T6HGak
  26. https://logos-world.net/tang-logo/
  27. https://www.thehenryford.org/collections-and-research/digital-collections/artifact/379420
  28. https://adage.com/article/news/tang-grew-a-billion-dollar-global-brand/228264/
  29. https://www.discovermagazine.com/no-nasa-didnt-invent-tang-5807
  30. https://www.youtube.com/watch?v=f1bz-PocfT8
  31. https://www.youtube.com/watch?v=LbJOPkG2-lk
  32. https://www.youtube.com/watch?v=o3DK8TfFgFg
  33. https://www.bionicdisco.com/2022/04/29/70s-commercials-tang-brim-international-coffees-borden-slices-1974-75/
  34. https://www.socialsamosa.com/2020/07/brand-saga-tang-advertising-journey/
  35. https://en-gb.facebook.com/business/success/2-tang-philippines
  36. https://www.youtube.com/watch?v=H1pW21MZhrY
  37. https://www.mondelezinternational.com/About-Us/Who-We-Are/Our-History/
  38. https://www.nbcnews.com/id/wbna36852847
  39. https://ir.mondelezinternational.com/news-releases/news-release-details/developing-markets-growth-rockets-tang-billion-dollar-status
  40. https://www.yahoo.com/lifestyle/ever-happened-drink-tang-155000140.html
  41. https://www.mashed.com/1914648/what-happened-tang-drink-mix/
  42. https://www.confectionerynews.com/Article/2017/07/21/Mondelez-to-cut-sugar-salt-sat-fat-and-artificials-in-power-brands/
  43. https://marketersunited.com/2025/07/15/kraft-heinzs-tang-expansion-in-india-failure-case-study/
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